Session 11 - MG 220 MBA - 27 Sep 10

Session 11 - MG 220 MBA - 27 Sep 10 - MG 220 Marketing...

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> Click to edit Master subtitle style MG 220 Marketing Management MBA 10 Fall 2010 Muhammad Talha Salam, Asst. Professor [email protected] Access it online: www.slideshare.net/talhasalam Part 3: Connecting with Customers > Levels of Market Segmentation > Segmenting Consumer Markets > Bases for Segmenting Business Markets Class Presentation | Session 11 | 27 Sep 2010
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MG 220 Marketing Management Access it online: www.slideshare.net/talhasalam Levels of Market Segmentation Mass Marketing is: Mass Production, Mass Distribution and Mass Promotion of one product for all buyers COKE’s 300 Ml bottle for everyone BUT…. Mass marketing is becoming difficult as it is not profitable to reach mass audience always Micro-Marketing is done at one of four levels: Segments - Segment Marketing MG 220 Marketing Management 22
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MG 220 Marketing Management Access it online: www.slideshare.net/talhasalam Levels of Market Segmentation Segment Marketing Market Segment consists of a group of customers who share a similar set of needs and wants. In a sector , consumers may have different preferences Who creates Segments? Marketers or ….they just exist They exist and keep evolving MG 220 Marketing Management 33
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MG 220 Marketing Management Access it online: www.slideshare.net/talhasalam Levels of Market Segmentation Segment Marketing (…contd.) Market Segment can be defined in several ways like ‘preference segments’ Homogenous Preferences No difference Diffused Preferences No clear pattern Clustered Preferences MG 220 Marketing Management 44
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MG 220 Marketing Management Access it online: www.slideshare.net/talhasalam Levels of Market Segmentation Niche Marketing Niche is a narrowly defined customer group seeking a distinctive mix of benefits. Niches can be identified by dividing segments into sub-
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This note was uploaded on 10/24/2010 for the course BIT MG335 taught by Professor Davidlever during the Three '10 term at Australian National University.

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Session 11 - MG 220 MBA - 27 Sep 10 - MG 220 Marketing...

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